The Real Estate (Regulation and Development) Act, 2016 (RERA) has significantly transformed the real estate sector in India by enforcing strict guidelines on project transparency, marketing, and advertising. Builders and developers are now required to adhere to specific rules to ensure that buyers receive authentic information and are not misled by false promises. This blog explores the legal framework governing real estate advertising under RERA, key provisions, permissible and prohibited marketing practices, and recent legal developments, including landmark case laws.

---

RERA imposes several obligations on developers when it comes to advertising real estate projects. Some of the key provisions include:

1. Mandatory Registration Before Advertisement (Section 3)

• Developers cannot advertise, market, or sell any real estate project without registering it with the respective state RERA authority.
• The registration number issued by RERA must be included in all promotional materials, ensuring transparency.

2. Disclosure of Accurate Project Details (Section 11)

• Developers must provide complete and truthful information in advertisements, including:
  • Carpet area (not super built-up area)
  • Project timelines and possession date
  • Approvals and legal clearances
  • Amenities and specifications
• Misleading advertisements are considered a violation of RERA, attracting penalties and legal consequences.

3. Prohibition of False Promises (Section 12)

• If a builder fails to deliver what was promised in advertisements, buyers are entitled to:
  • A full refund with interest
  • Compensation for losses incurred due to false claims

4. Standardized Terms in Agreements (Section 13)

• Builders cannot demand more than 10% of the total cost before signing a sale agreement.
• The agreement must align with the commitments made in advertisements.

5. Restrictions on Pre-launch Advertising

Pre-launch offers without registration are illegal and subject to heavy penalties.

---

Despite restrictions, builders can still engage in effective marketing within the legal framework. Here’s what they can do:

✅ Advertise RERA-registered projects with correct and verifiable information. ✅ Use digital platforms, newspapers, TV, and hoardings for promotions, provided they include the RERA registration number. ✅ Offer legitimate discounts, promotional schemes, and financing options as long as they are clearly mentioned in the sale agreement. ✅ Highlight project amenities and features, ensuring they align with actual approvals and sanctioned plans. ✅ Conduct promotional events and property exhibitions showcasing RERA-approved projects.

🚫 False Advertising and Misleading Claims

• Builders cannot claim unrealistic amenities, approvals, or possession dates.
• Misrepresentation of carpet area, super-built-up area, or pricing is strictly prohibited.

🚫 Advertising Without RERA Registration

• Any form of marketing before obtaining RERA registration is illegal.

🚫 Hidden Charges or Undisclosed Costs

• All pricing details must be transparent, and additional charges must be disclosed upfront.

🚫 Celebrity Endorsements That Mislead Buyers

• Builders cannot use misleading endorsements from celebrities to falsely attract buyers.

🚫 Bait-and-Switch Tactics

• Advertising one project and later offering a different property is a punishable offense under RERA.

---

1. Lodha Group Misleading Advertisement Case (Maharashtra RERA, 2019)

• Issue: Lodha Group was penalized for advertising a project without mentioning the RERA registration number.
• Ruling: Maharashtra RERA imposed a hefty fine and ordered corrective measures.

2. Amrapali Group Fraud Case (Supreme Court, 2019)

• Issue: Amrapali falsely advertised possession dates, leading to significant delays.
• Ruling: The Supreme Court canceled the developer’s registration and handed over incomplete projects to NBCC for completion.

3. DLF Ltd. v. Competition Commission of India (CCI) (2011, Pre-RERA but Relevant)

Ruling: CCI fined DLF and highlighted the need for regulatory oversight, later addressed by RERA.

Issue: DLF misrepresented project approvals and changed specifications after sale.

---

1. Increased Digital Monitoring by RERA Authorities

• State RERA bodies are now actively monitoring digital and social media advertisements to prevent misleading claims.

2. Crackdown on Influencer Marketing

• Developers using influencers for property promotions must ensure compliance with RERA guidelines.

3. Heavier Penalties for Non-compliance

• States like Maharashtra and Karnataka have introduced stricter penalties for misleading advertisements.

4. RERA Compliance in Online Property Portals

Platforms like MagicBricks and 99acres must verify RERA registration before listing projects.

---

1. COVID-19 and Blanket Extensions (2020-2021)

• Many state RERA authorities granted automatic 6–9 months extensions to developers due to the pandemic.
• Maharashtra RERA (MahaRERA) and Haryana RERA (HRERA) extended completion deadlines for ongoing projects.

2. RERA Amendments for Natural Calamities (2023)

• Several states have proposed modifications in RERA rules to define Force Majeure events more clearly, ensuring that both developers and homebuyers are protected.

3. Strict Scrutiny on Force Majeure Claims (2024)

Developers must now submit detailed evidence and project progress reports to justify extensions.

RERA authorities have started rejecting Force Majeure claims where delays were due to financial mismanagement rather than external events.

---

---

RERA has significantly improved transparency and accountability in real estate marketing. Developers must ensure that all advertisements comply with RERA guidelines to avoid legal consequences and maintain consumer trust. Homebuyers should always verify RERA registration numbers before making any decisions. By adhering to these rules, the real estate industry can move towards a more ethical and buyer-friendly environment.

For homebuyers and investors, the key takeaway is: Always check for RERA registration before making a property purchase!